MONDELEZ International
The goals on Mondeléz International, one of the world's largest snacks companies, were to drive drool, grow business, and of course, maximize budgets. Striving to deliver work that works, I led the path for our creative teams to be the guardians of taste—developing eye-catching, relevant campaigns that disrupt the food category and constantly hit business objectives. No stranger to concepting and developing multiple sizzle reels for Mondeléz and their 24+ brands within US and CA, this sizzle was specific to the global Mondeléz client summit—their biggest event of the year. We showcased the many successful campaigns, activations, and more, which were created just within the first 8 months. Marketers got a glimpse into creative otherwise not shared across the organization, cheered as they saw their own campaigns represented, and took notes on how to exceed expectations and push the limits within their own business unit.
Role / Creative Director, Client Partner, Client Management, Creative + Art Direction, Concept Creation, Production, Design
TRISCUIT
Our Triscuit client was challenged by their audience’s perception of their “dry and boring” product…no marketer wants to hear this! Charged with ensuring optimal taste appeal, my main goal was to highlight their whole wheat crackers— the salt, spices, crispiness—in the best light...literally. Finding the balance between this and authentically representing the product was key throughout the post production process. Utilizing sound design, detailed color mixing and VFX were all creative solutions to building client trust and ensuring success. We developed fit-for-format content for 4 concepts, the US and CA markets in EN/FR languages, and delivered over 50+ assets.
Clients were so pleased with the taste appeal results of this campaign, my team was able to generate new business to build out a brand new content library of tasty, beautiful still and motion creative assets for future campaigns.
Role / Creative Director, Client + AOR Partner, AOR Management, Creative + Art Direction, Post Production, Design
JOHNSON’S BABY
Johnson’s Baby realized it was time for a rebrand and we were here for it! On a mission, our new tone and visual identity would be conveyed throughout the entire consumer journey: from a new master website design, e-Comm presence, and social content to digital videos, partner collabs, and broadcast spots. With new formulas, a new look, and 2 new, global, integrated campaigns—Johnson’s Choose Gentle—this baby brand is ready for a new consumer base and increased ROI. Not only this, but all the content from this integrated production and both campaigns were optimized for 15+ markets across the globe and produced over 2000+ deliverables.
With 6 shoot days, 7 sets, and 2 crews, I directed and managed tabletop photoshoots of new, safe ingredients, intimate and candid shots of 62 real families during bath, play, and bed time, and healthcare focused imagery. We developed a content library of over 400+ shots to be used on Johnson’s websites, e-Comm, and social channels—along with a strategic social calendar with 6 months of snackable content.
I also managed the redesign of the 200+ page, responsive website for consumers and a secondary HCP website. The consumer website supported multiple “ages and stages”, including adults, with new brand messaging, educational and relatable content, helpful video tutorials, and featured products with new formulas and ingredients. Along with a visual identity revamp, we completely rehauled the user experience to consider ease of navigation and content digestion. This site became the north star for all other platforms and content within the US, as well as globally.
Role / Creative Director, Photo Director, Creative + Art Direction, Concept Creation, Pre-Production + Post Production, Design, UX + UI + IA
GARNIER FRUCTIS FESTIVALS
As a 10 year Bonnaroo sponsor, Garnier Fructis is no stranger to the music scene. For festival-goers there's so much to plan for: who's playing at what stage, what outfit to wear, and even how to style your hair! Enter the need for Garnier to create a summer, digital and social campaign filled with hair tutorials and inspirational content. For us, our photographer team, Brinson+Banks, and partner, Refinery 29, it was a playground full of style and self expression waiting to be captured.
Traveling from Coachella and Bonnaroo to Firefly and iHeartRadio, we captured unique festival style, in real-time, during on-the-spot photoshoots in between heat breaks and scheduled influencer shoots. For a better understanding of creating digital brand content during festival season checkout our PDN interview.
Role / ACD, Creative Lead, Photo Director, Creative + Art Direction, Pre-Production + Post-Production, Producer
As a collab with Refinery29, we created much needed hair inspo, how-to’s, and product suggestions for festival-goers across the nation.
Social + experiential
Along with mobile-friendly partner content, which serve as inspiration while visiting Garnier activations, on-the-go festival shoots driving real-time posts round out this robust digital/social user journey.
KEURIG
As a full scale, integrated campaign, Keurig's Brew the Love, I rolled my sleeves up and jumped in, concepting and developing film, social, experiential, print, and the brands’ first parallax website. This project required me to have a wholistic perspective and attention to detail, partnering with multiple vendors, learning new skills, and collaborating with agency account management, strategy, and production—all which came naturally and enjoyed!
The Film. 3 separate crews. 3 different NYC neighborhoods. 1 simultaneous shoot. Shot documentary style, we captured genuine reactions to Keurig’s surprise giveaway and live event. A week later we were welcomed into the kitchens of a special few Keurig lovers to discuss how their lives changed with their new brewer.
Keurig's website houses campaign videos, event content, and social capabilities. Partnering with Sprinklr+Postano, we created a customizable and unique hub for users to browse the event’s social content as well as encourage them to share their own experiences with the brand. An anomaly these days, Keurig encouraged word-of-mouth
buzz and we happily delivered a social hub to showcase it.
Role / ACD, Creative Lead, Creative + Art Direction, Concept Creation, Pre-Production + Post-Production, Design
NEXIUM
Although carrying the same base brand name, Nexium and Nexium 24HR, are actually competitors and pharmaceutically designed differently. As Nexium 24HR's over-the-counter launch date became more of a reality, our client needed to ensure consumers continued to ask their doctor for the stronger and more fast-acting prescription Nexium. Needing to stand out in an ever-growing and extremely competitive industry, we set the bar with a powerful message and a partnership with a world class Swedish director.
Role / ACD, Creative Lead, Creative + Art Direction, Concept Creation, Pre-Production + Post-Production, Design
ALL / MONDELEZ + NBA / NABISCO SNACK PACKS / MY LITTLE PONY / THE GIFT OF PELOTON / CRISPERS SNACKS / OREO STAY PLAYFUL / E! PEOPLE’S CHOICE AWARDS / PELOTON BIKE / RITZ CRACKERS / CLEAN + CLEAR / HALLS MINIS / CHIPS AHOY! / JOHNSON'S BABY / L'OREAL TEEN SKINCARE / TINA FEY + GARNIER NUTRISSE / GARNIER THE WHOLE PICTURE / JOHNSON'S WHY COTTON / TORI KELLY + GARNIER FRUCTIS / ACUVUE GLOBAL / GARNIER SKINACTIVE / MISC.